Sehee Yun

Adidas: Localizing Global Campaigns for Korean

From 2019 to 2021, I worked as the in-house Graphic Designer for Adidas Korea, where I led creative strategy and visual development across a wide range of domestic and global campaigns. My role involved adapting global brand guidelines to resonate with Korean audiences while preserving visual consistency and pushing creative innovation. Over two years, I supported more than 10 major campaign launches, seasonal retail drops, ambassador-driven content, and collaborative capsule collections. One of the most defining projects was the MADE HERE campaign, which reinterpreted global messaging through the lens of Korean youth and athletic culture.

나의 모든 시작 (My Every Beginning) MADE HERE
Role

  • Led art direction for all major local and regional campaigns in Korea

  • Localized global visual systems while preserving brand integrity

  • Directed concepts, moodboards, and execution for ATL/BTL (OOH, digital, retail, e-commerce)

  • Worked closely with the global brand team to interpret master guidelines for local markets

  • Oversaw timelines and guided internal teams and external vendors

  • Collaborated with stylists, producers, athletes, and marketers for impactful content

  • Built reusable templates and scalable systems for efficient rollout

Challenge

  • Aligned global campaigns with Korean culture in an authentic, aspirational way

  • Adapt creative assets for Korea’s highly digital and mobile-centric media landscape

  • Responded swiftly to seasonal and time-sensitive launches under strict global timelines

  • Maintain emotional relevance for Gen Z audiences who seek individuality and cultural identity

Creative Approach

  • Reframed global narratives with localized storytelling, tapping into cultural cues and athlete-led inspiration

  • Led the ‘MADE HERE’ campaign with swimmer Kim SeoYoung, designing key visuals and campaign messaging focused on the theme of "personal beginnings"

  • Built templates and toolkits for faster, high-quality execution across teams

  • Integrated trend-driven design direction and digital-first thinking to resonate with Korea’s Gen Z

Outcome

  • Effectively localized global guidelines for the Korean market

  • Led 15+ campaigns with culturally attuned copy and visuals

  • Achieved over 30% increase in audience engagement

  • Recognized by HQ and continued to contribute to global campaigns

Client: Adidas
Task scope: Digital Campaign
Scope: Graphic Design, Social Media Strategy, Digital Advertising
Year: 2020~2022